How To Build Your Brand With Generation Z

February 12th, 2013

Tracy Stokes

With contributors:

Luca Paderni , Alexandra Hayes

Summary

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect anytime, anywhere, and to anyone, often via multiple devices. How do the 21st century rules of brand building apply to these digital natives? How can marketing leaders capture the hearts and minds of these ultra-connected digital multitaskers, given their fragmented attention span and multitude of choices? In this report, Forrester identifies how marketers must focus on being more trusted and remarkable to successfully build their brand with Gen Z.

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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.